Spotify - now with video and original content!

Spotify have clearly noticed that Jay Z's Tidal is coming after it, and have decided to shake things up a bit. Of course, Tidal hasn't exactly set the world alight (yet), but shows signs of what it can do when it streamed Beyonce and Nicki Minaj's 'Flawless' video, sending social media into a mild hysteria.

With that, Spotify have announced that they're expanding into video and original content themselves, going beyond simply streaming albums. With a number of artists showing allegiance to Jay Z, Spotify need to think of other ways of turning a profit.

Now, Spotify will support videos and offer news as well as other non-music content, with chief exec Daniel Ek keeping an eye on everyone's mobile phone use: "There is an incredible opportunity to soundtrack your entire day and your entire life in all of its complexity," said Ek at some conference or other.

Ek says that Spotify have buddied up with a load of media companies, including some big US networks, the BBC, Vice and, most interestingly, the comedy network Adult Swim. They'll be providing podcasts and other productions from their media pals, and they're going to be providing their own material as well.

It seems to be working for Netflix, so why not Spotify?

If you're one of those appalling people who likes to go for runs, then you'll be interested in Spotify's new function that will detect motion through your smartphone and select music based on the pace you're running. Is there any music that is 23 bpm?

"We think that music is moving beyond just linear, one-way playback," said Spotify's chief product officer, Gustav Soderstrom. "We're going to take this approach to many more parts of your life very soon." We assume they're doing to do something relating to your activities in the bedroom, which matches the rhythm of your love-making. Do they make music that's 7 bpm?

Along with an increased social element, this gives Spotify the opportunity to make more money from advertising and the like. Earlier this week, Spotify announced that they were teaming up with Starbucks, which will give staff the chance to choose tracks you hear at the coffee chain's outlets.

So, for now, it is Spotify versus Tidal. All eyes on Apple's updated streaming service, which should be coming soon.